Cruel to be kind

When I worked at Saatchis, the phrase "brutal simplicity of thought" was often used. Whether applied to strategy, media or creative ideas, it meant, in the end, hard-hitting advertising.

These billboards from Cancer Research UK are a brilliant example. It's a campaign to make people aware that obesity is the second biggest risk factor for cancer after smoking. The government has been effective in taking measures to reduce smoking, so the charity now wants to put on pressure to tackle obesity.

What could be a better stop-you-in-your-tracks-idea that mocked-up cigarette packets with the brand name "obesity"? Subtle it's not, but it's very clever, and can't be missed.

But "people" (as the news headlines always say) have been complaining. The complaints centre around "fat-shaming" and "weight-stigma".

Now, this isn't a fashion ad, or a cosmetics ad, or a diet ad. It's public information from a charity to raise awareness. It's neither sexist nor racist. It's the continuation of a campaign that has already proved very effective in raising awareness of the link between obesity and cancer.

Next time I hear ad people talking about the need for "bold" campaigns, I will remember this one.